Basic usability studies demand that end user experience be the primary consideration of any site design. Creating an environment that successfully engages your potential customer can provide an encouraging and productive experience. If the web site fails to efficiently connect the customer with the desired information, your business may lose that potential sale.

Flash has the ability through animation, interactivity, and other techniques to provide rich content communication to the fickle user. Flash can also be too much of a good thing when used without purpose. Long intros, unnecessary animations, and increased download time are barriers for providing information to your user. 

So, how can you use Flash to enhance online business? In order to use Flash effectively you must have a purpose such as:

• To educate – Using Flash for e-learning initiatives enhances the user’s overall learning experience by allowing fun and interactive lessons. Asking the user to engage with the material through various interactions, rather than just reading it on screen, keeps the user interested and focused.
  
  
• To demonstrate - Content for the web is written so the user can get information he/she needs by quickly scanning copy.  If a particular product requires lengthy detailed passages, it might be best to actually demonstrate what you want the user to understand about the product. Watching a short animation requires a lot less effort and faster comprehension for the user. Creating a Flash demonstration also extends your services and provides a “virtual” representative to further answer user questions. Remember, a demonstration is worth a thousand words.
  
  
• To sell – Although it may not be an obvious application, E-commerce sites can also benefit by utilizing Flash capabilities. For example, let’s say you are selling customized t-shirts online and each customer will need to make selections according to their preferences; t-shirt color/style, graphic choice, and customized phrase. Because you specialize in custom t-shirts and offer a wide variety of choices, it could be difficult to display all possible combinations. Not allowing the user to view what he/she is purchasing creates uncertainty in the customer and an eventual loss of sale. Implementing Flash for this type of site allows the user view their customized shirt as they make their choices. Once they find a combination that suites their personal taste they can view the results and proceed to make the purchase.
  
  
• To serve – Using Flash applications to assist with customer service can reduce man hours thereby providing service 24 hours a day. When a user is making hotel reservations, for example, Flash can provide a more user friendly interface than that of html. The conventional html approach would have a user fill out a form with required information and ask the user to wait as the request is process. If there are no rooms available for the dates specified by the user, they are forced to re-submit another form. This linear process leaves the user guessing which days may or may not have vacancies and not to mention a bit frustrated. A Flash solution could display the types of rooms available immediately after the date selection is made. When the user then makes a room selection the price is calculated. In three clicks and no waiting the user can see availability, room type, and price with the Flash solution.
  

Incorporating Flash in your company’s web site doesn’t have to mean “flashy” fillers or unnecessary intros. Flash should be approached as a design and development tool that expeditiously delivers content through rich media. Deciding when to use Flash and other web tools is not a question of one or the other, but in which combination. If Flash is the best tool for the job and your particular purposes, then Flash should be integrated appropriately. Applying its power with purpose and thoughtfulness can translate to improved web usability and business results.

If you have any comments or questions about any Aware InSites, feel free to contact us at info@awarewebsolutions.com or call 800-783-8919.